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If you've visited my website in the last years it probably made your eyes bleed. Or you got tired of all the bugs end dead links. This site was set up by Innerworld back in 2011 and I'm still greatful for their help, but it's time for something new. Finally. So I'm proud to announce: my new webiste will be developed and designed by 'the mods of' HollandsLof agency! Talking 'bout my generation.

Wow. After visiting much respected agencies Joe Public and Kokoro, Dutch tv&telco chose to work with a network set-up lead by...! With a clear proposition from strategy director Hans Veldhorst and with creative work from Stephan Gonnissen and myself, the first campaign was a huge succes, more than doubling sales. The campaing 'if you want it compete, you'll get it complete' combined with a unsaitable litte monster helps to get higher in the evoked set. Special thanks to Donald Spritzer for making it possible!

Together with my very good friends at Sowiesohelder, whom I often work closely with - you might call me a bit of an associate creative director - I made an online campaign voor go2ubl. They offer smart accountancy solutions for... accountants. So we came up with the verb 'to ubble'. And we created a traditional sitcom 'The Accountants'  packed with accountacy jokes and a funny perpective on traditonal approaches. Stop being analog! Go digital and ubble!

Advertising is changing. Rapidly. Organisations shop for campaigns, below the line means, online creations and so on. You don’t want to be stuck to one or any agency. Working directly with creatives is trending. And right you are: less red tape means quicker results, lower costs, on-brief work and more fun. Especially if you work with me – a dedicated creative who’s been working for organisations like PostNL, Ziggo (UPC), ING and Corendon for years. Skip the agency, choose

For my usual suspects and the European Vegetables and Fruit Agency I worked on promoting the pepper in the UK, Germany and the Benelux. First idea was 'Stop, peppertime' but we couldn't get MC Hammer nor the agency to coincide. So 'It's pepper time' was the best alternative. And you know what? It's always pepper time.

DIT delivers professionals for construction, IT, industry and other hands-on branches. It's a no-nonsense organisation operating throughout The Netherlands. Together with freelance strategist Dennis van Egmond and art director Robbert Dirksen we developed a communication strategy, a pay off, a tone of voice, a new website a some very pragmatic incentives. You don't need a talk. You need a hand. DIT. My personal favorite: 3 meters of nonsens. A measurement tape full of coroporate mambo...

Soon every nook will be digitalized in 360˚. Put on your VR glasses and experience the world without ever leaving your home. We, that's ZoHelder and me, joined the craze and 360-ed ING Bank. Employees and stakesholders can now walk through the new ING HQ, just by putting on their VR glassses. There are more versions around, but the most tranquil edit can be seen here. Wow.

Corendon, the fastest growing Dutch touroperator chose to work without an ad agency, but directly with creatives. Me! I was invited, brought in Robbert and won the pitch. Also thanks to Kees. So. This is my first client that owns 13 Boeings. And has now one of the most debated commercials of 2014. Already. Meet Cor & Don. Created by

Wow! I didn't know it excisted 'till I won it. A Melcrum Award. Together with my good friends @ZoHelder we were rewarded in London with a Melcrum for our internal HR-campaign for ING bank. Categroy: Collaboration for Competitive Impact. Nice one.

We call it 'actieknallen': Sales driven advertising (shouldn't all advertsing lead to sales somehow, be it directly or throught awareness and enetering the evoked set?). For Ziggo Business I developed a small direct mail and online campaign. Creating a keyvisual, smart copy and different means. Anytime helped me out on the art work.

Corendon ist immer auf der suche nach den besten urlaubsdeals. Auch im Deutschland! Darum haben wir 'Cor en Don' umtauft zum 'Cor und Don'. Zwei tolle Kerle die auch nachsynchronisiert immer froh sind. Spezial für Seh mal an!

An other client that I started working for directly. The BankGiroLoterij is our third biggest national lottery, and especially known for sponsoring arts and culture. I was proud to concept, write and produce this short animation about their new gameplay. Animation by Innerworld.

'3' makes a campaign. '2' comes pretty close. For UPC Business I developed 2 key visuals and a direct marketing campaign. Main out take: UPC Business provides you with more, for less. Artwork by Robbert Dirksen.

Wow. Serge is now officially preferred supplier for copy&concepts at PostNL, the former Dutch National Post once a.k.a. PTT or TNT.

Thanks to the sublime Heineken e-app of M2Mobi, Serge headlined once more. Not by name, but by work - contributing modestly to one of the best apps for the weekend according to NRCNext.

Gold? Gold! The colour of the Esprix won for the Beesies-campaign for AH.

Too much fun not to be mentioned: the Beesies of Albert Heijn. A real collection craze stormed Holland with these fuzzy musthaves from our main retailer. Beesies supported our national team during the World Cup '10. We won a Golden Esprix but not the cup.

'A friend of the state, an enemy of the people'. Coming up with a campaign introducing the 'ov-chip-card' (the new public transport pass) was quite a challenge: working with (too) many stakeholders (different transport companies, central and local governments) but also getting a story across that's unlikely to go down well on birthday parties. The work was well received, but alas, the card wasn't.

Another happy and regular client added to the list. Quite a brand too! Directly delivering copy & concepts, currently for their Q3/Q4 'Calendar' campaign, for instance. No agency involved - just Serge and Anytime. We're cutting out the middle man.

Serge is working for Usual Suspects, an Amsterdam-based brand activation agency. Currently I'm working on a few of their main clients: KLM, LM Windpower and Dong Energy. To be continued!



Introducing Text Message Payment in the Netherlands for early adapters. Getting the peer group to open a mobile wallet via their telephone. #Winning an Eurobest award in the category 'online'.

After my time with Rapp I served as freelance CD at TBWA\Neboko\Flow for brands like Heineken, KPN, Pearle, Holland Casino and Albert Heijn. Big brands at the biggest brand in advertising.

Thanks to Bettina (SD), Linda (AD), a great creative team (Michael & Marthe) and the trust and effort of the people from Interpolis Insurances, this groundbreaking campaign resulted in a silver Effie. The work was made in my time with Rapp, serving as a creative director with Robin.